How to Use Psychology to Boost Your Small Business Marketing
In this article, we’ll take a look at 3 ways to use psychology to make sure your small business marketing is as powerful as possible.
1. Reciprocity: Give to Get More
The principle of reciprocity states that humans have a tendency, as well as a need, to want to give something back when they receive something. Or, put another way, people feel obligated to do something when something is done for them. This is GREAT news for your small business marketing!
You can use the principle of reciprocity for new customer acquisition as well as nurturing existing customers by simply giving them something extra. A discount, a free coffee, a free product from your store or another free benefit. These strategies give customers extra value and the result is that they’ll be more likely to spend money or leave a review for other products or services (which boosts your brand awareness as well as sales). The principle of reciprocity is an important psychological tool for developing stronger and longer-lasting customer relationships too. It’s a win-win.
Top tip: Use your ‘gift’ to make customers feel unique and valued. Achieve this by using demographic insight or use existing customer data to send individualised rewards to each customer.
2. Social Proof: Get Those Reviews
Think about it, when you see a long line at a store or restaurant, you immediately want to join it, don’t you? In your mind, something must be worth having at that business because so many other people are waiting to get in. That’s social proof- the psychological theory that says we all want to have or do what everyone else is just because they are. This is a really powerful marketing tool for any small business.
You can capitalise on social proof in your small business marketing by building strong social media profiles on platforms such as Instagram or gathering great reviews on Yelp or TripAdvisor. For your customers, seeing how other people have visited, interacted with, or purchased from your business will make them want to do so as well; it’s kind of like FOMO (fear of missing out) for small business marketing. Taking the time to constantly boost your social proof by asking for user-generated content or customer reviews will really pay off, so don’t skimp on it.
Top tip: Make getting those essential reviews easier by automating your review request process via email or push SMS. Making it as easy as possible for every customer will increase your social proof, leading to more reviews and more customers.
3. Halo-Effect: Supercharge Brand Awareness
Every small business knows that for customer sales and new leads, brand awareness is essential. But the halo-effect takes brand awareness to the next level.
The halo-effect is the tendency for positive associations of a person, brand or company in one area to influence positive associations for other areas too. For any small business, this amplification of brand values is a marketing goldmine.
Use social media platforms to continually promote your brand reputation to customers and followers. Include case studies, testimonials and ask for user-generated content on Facebook, Instagram and Snapchat to consistently share what makes your brand or business great.
Top tip: Your customer stories and experiences are essential for boosting your halo-effect. Make asking for reviews and user-generated testimonials a clear priority, highlighting every single time your small business does something great.
Psychology Can Amplify Small Business Marketing
Small business marketing is constantly developing. Small businesses need to create stand-out marketing campaigns that not only create new customer leads, but that also help generate lasting customer loyalty too. From the principle of reciprocity to the halo-effect, your small business marketing will benefit from utilising psychology and the tendencies of human nature to amplify your message and reach. Your marketing will be more powerful and cost-efficient, helping to make sure your small business is a lasting success.
